It’s no secret that in financially challenging times it’s often events and experiential marketing that takes a back seat, as a brand looks to make cost savings. Now, as market confidence and spending starts to return in many quarters, consumer marketers are once again seeing the value of a tangible brand experience.
This year, big spenders like Nike, Target and IBM have been announced as the leaders in experiential marketing. But the landscape has changed. We’ve spoken to brands across the automotive and alcohol industries for their perspective on experiential marketing in today’s economic climate.